The Competitor Matrix takes one or more competitors and builds a structured profile from them: positioning, feature comparison, pricing assessment, strengths and weaknesses. The result is not a mere overview but a one page battle card with dos, don'ts, and answers to the questions a customer might raise in conversation. It is built for sales teams and executives who need quick clarity on a specific competitor ahead of a pitch or a strategic decision.
\nThe boundary is deliberate: it works exclusively with publicly available information, avoids confidential data, and names the competitor's strengths honestly rather than playing them down. Where the source material is thin, this is flagged as an assumption rather than presented as an established finding. For a broader market view covering several competitors at once with deeper strategic framing, the internal market analysis recipe is the better choice; this matrix is the lean sub-skill for the single case.
\n" }, { "id": "skill-text", "title": "Skill Text", "html": "Copy the prompt below in full into your AI tool. As a file: wettbewerbs-raster.en.json
\n" } ], "schritte": [ { "nr": 1, "titel": "Name the competitor", "beschreibung": "The competitor's name, the context of the request, and, if wanted, a comparison focus are provided.", "rolle": "mensch" }, { "nr": 2, "titel": "Research the competitor", "beschreibung": "Publicly accessible information is gathered from at least three sources, such as the website, LinkedIn, and review platforms.", "rolle": "automatisch" }, { "nr": 3, "titel": "Build the comparison matrix", "beschreibung": "A systematic comparison based on customer-relevant criteria is built.", "rolle": "automatisch" }, { "nr": 4, "titel": "Derive differentiation", "beschreibung": "At most five core arguments are formulated, each linked to a specific customer need.", "rolle": "automatisch" }, { "nr": 5, "titel": "Build the battle card", "beschreibung": "A one-page quick reference with dos, don'ts, and killer questions is assembled.", "rolle": "automatisch" }, { "nr": 6, "titel": "Competitor analysis and battle card", "beschreibung": "A complete profile with comparison matrix and sales arguments is ready.", "rolle": "ergebnis" } ], "herausgeber": "Voyage Digital", "version": "2.0", "stand": "2026-07-26", "umsetzung": [ { "titel": "Identify the top three competitors", "text": "The analysis works best when it starts with the three most important competitors in the current market." }, { "titel": "Distribute the battle cards", "text": "The finished cards are made accessible to the entire sales team." }, { "titel": "Update regularly", "text": "A new analysis is run every three to six months to keep the cards current." }, { "titel": "Use it in the pitch", "text": "The differentiation arguments are internalized before the customer conversation, so they are ready to hand in the moment." } ], "zutaten": [ "Competitor name", "Context", "Comparison focus" ], "beispielSzenario": "A customer mentions in conversation that they are also negotiating with a competitor. The competitor's name is entered into the matrix, which then researches positioning, products, pricing, and strengths and weaknesses, and delivers a battle card with concrete arguments for why the team's own offering is the better fit.", "eingaben": [ { "feld": "Name of the competitor", "pflicht": true }, { "feld": "Context of the request", "pflicht": true }, { "feld": "Known information about the competitor", "pflicht": false }, { "feld": "Comparison focus", "pflicht": false }, { "feld": "Your own product or service", "pflicht": false }, { "feld": "Customer situation when preparing for a pitch", "pflicht": false } ], "ausgabe": "A competitor profile with positioning and target audience, a feature comparison matrix, a pricing assessment where publicly available, an honest comparison of strengths and weaknesses, at least three differentiation arguments, and a one-page battle card.", "prompt": "# DESCRIPTION\nResearches one or more competitors systematically from publicly available sources, compares strengths and weaknesses, and derives concrete differentiation arguments from that. The result is a battle card for direct use in sales conversations. Address the user in a professional manner throughout. Where information is missing or uncertain, mark this explicitly as an assumption rather than presenting it as established fact.\n\n# INPUT\n- Name of the competitor, at least one (required)\n- Context: why is the analysis needed? Pitch, strategy, market monitoring (required)\n- Known information about the competitor (optional)\n- Comparison focus: price, features, service, target audience (optional)\n- Your own product or service for direct comparison (optional)\n- Customer situation when preparing for a pitch (optional)\n\n# OUTPUT\n1. Competitor profile: company, size, positioning, target audience\n2. Feature comparison as a matrix\n3. Pricing assessment, where publicly available\n4. Competitor's strengths, named honestly\n5. Competitor's weaknesses, with evidence rather than mere assertion\n6. Differentiation arguments: why your own solution fits better\n7. One-page battle card: dos and don'ts in conversation\n8. Recommended strategy for the pitch\nLength: 600 to 1,200 words\n\n# CONTEXT\n- Placeholders: COMPANY, PRODUCTS_SERVICES, TARGET_AUDIENCE\n- Skill-specific: PRICING_MODEL for the price comparison, COMPETITOR for assessments already known\n- Expertise: competitive analysis, competitive intelligence, battle cards, differentiation strategy\n- Constraint: use only publicly available information. No confidential data. Name the competitor's strengths honestly, do not play them down.\n\n# WORKING INSTRUCTIONS\n\n## Step 1: Research the competitor\nGather all publicly accessible information: website, LinkedIn, review platforms, case studies, news.\n- Rule: draw on at least 3 different sources\n- Rule: check recency, prefer information less than 6 months old\n- Rule: include customer reviews and review platforms\n- No-go: use internal or confidential information, present rumors as facts\n\n## Step 2: Build the comparison matrix\nSystematic comparison based on customer-relevant criteria.\n- Rule: choose criteria from the customer's perspective, not by internal metrics\n- Rule: assess honestly, including naming your own weaknesses\n- Rule: present as a comparison table\n\n## Step 3: Derive differentiation\nFormulate concrete arguments that can be used in conversation.\n- Rule: link each argument to a specific customer need\n- Rule: maximum 5 core arguments, focus over completeness\n- No-go: talk down the competitor instead of emphasizing your own strengths\n\n## Step 4: Build the battle card\nOne-page quick reference for sales conversations.\n- Rule: dos, meaning what to emphasize in conversation, and don'ts, meaning what to avoid\n- Rule: formulate killer questions that highlight your own strengths\n- Rule: anticipate trap questions the competitor might raise, each with an answer\n\n# QUALITY CONTROL\n- Competitor profile with positioning and target audience present\n- Feature comparison presented as a matrix\n- Competitor's strengths named honestly\n- Weaknesses backed by evidence, not just assertions\n- At least 3 concrete differentiation arguments formulated\n- Battle card fits on one page: dos, don'ts, killer questions\n- Exclusively publicly available information used\n- No disparaging language about the competitor\n- Assumptions are clearly separated from substantiated statements\n\n# CONVERSATION START\nHello. Which competitor should we look at? Give me the name, the context, meaning what you need the analysis for, plus optionally a comparison focus and any information you already have. From that I will put together a well-founded competitive analysis with a battle card for direct use.", "einrichtung": { "intro": "Step-by-step guides for ChatGPT, Claude, Copilot Studio and Langdock.", "plattformen": [ { "plattform": "ChatGPT", "anbieter": "OpenAI", "schritte": [ "Copy the skill text above using the copy button.", "Click your profile picture and select \"Skills\".", "Click \"Create skill\" and paste the copied text as the instruction.", "Adjust inputs, outputs and format where your case requires it.", "Save the skill. It is available in all chats from that point on." ], "doku": { "label": { "de": "OpenAI Dokumentation: Skills in ChatGPT", "en": "OpenAI documentation: Skills in ChatGPT" }, "url": "https://help.openai.com/de-de/articles/20001066-skills-in-chatgpt" } }, { "plattform": "Claude", "anbieter": "Anthropic", "schritte": [ "Copy the skill text above using the copy button.", "Open claude.ai and go to \"Skills\" in your profile.", "Create a new skill and paste the copied text as the instruction.", "The skill works in claude.ai, in Claude Code and through the API.", "Available on the Pro, Max, Team and Enterprise plans." ], "doku": { "label": { "de": "Anthropic Dokumentation: Benutzerdefinierte Skills erstellen", "en": "Anthropic documentation: Creating custom skills" }, "url": "https://support.claude.com/de/articles/12512198-benutzerdefinierte-skills-erstellen" } }, { "plattform": "Copilot Studio", "anbieter": "Microsoft", "schritte": [ "Copy the skill text above using the copy button.", "Open Copilot Studio and create a new agent.", "Paste the copied text as the instruction.", "Connect knowledge sources and tools where needed.", "Publish the agent for yourself or for your organisation." ], "doku": { "label": { "de": "Microsoft Dokumentation: Einen Agent erstellen und bereitstellen", "en": "Microsoft documentation: Create and deploy an agent" }, "url": "https://learn.microsoft.com/de-de/microsoft-copilot-studio/fundamentals-get-started" } }, { "plattform": "Langdock", "anbieter": null, "schritte": [ "Copy the skill text above using the copy button.", "Open the sidebar and click \"Add skill\".", "Paste the copied text directly as the instruction.", "Connect the skill to integrations such as Gmail or Slack where needed.", "Save the skill and release it for yourself or your team." ], "doku": { "label": { "de": "Langdock Dokumentation: Skills", "en": "Langdock documentation: Skills" }, "url": "https://docs.langdock.com/de/product/chat/skills" } } ] }, "itemIcon": "swords", "recommended": [ { "slug": "benchmark-raster", "category": "skill", "name": "The Benchmark Grid", "teaser": "Places your key metrics next to solid industry benchmarks and turns the comparison into an action plan, not just a numbers exercise.", "domaene": "Recherche & Wissensmanagement", "itemIcon": "gauge" }, { "slug": "wettbewerbs-spur", "category": "workflow", "name": "The Competitor Trail", "teaser": "A daily workflow that collects new competitor posts from RSS feeds and turns them into a prioritized trend report for the content team.", "domaene": "Recherche & Wissensmanagement", "itemIcon": "swords" }, { "slug": "konkurrenzvergleichs-analyst", "category": "assistent", "name": "The Competitor Comparison Analyst", "teaser": "Compares 2 to 3 concrete competitors along a clearly defined comparison point and delivers a structured comparison table, strategic insights and positioning opportunities for the next 30 days.", "domaene": "Recherche & Wissensmanagement", "itemIcon": "columns-3" }, { "slug": "sekundaerrecherche-sichter", "category": "assistent", "name": "The Secondary Research Scanner", "teaser": "Runs an initial secondary market analysis on market size, target audiences, competition and trends and delivers a structured overview with an optional SWOT as the starting point for strategic planning.", "domaene": "Recherche & Wissensmanagement", "itemIcon": "library-big" }, { "slug": "rm-skills", "category": "tool", "name": "rm-skills", "teaser": "rm-skills is an MIT-licensed package of six standalone Claude skills for Gmail triage, infographic generation, LinkedIn asset analysis, tweet reading, video performance analysis and X account monitoring.", "domaene": "Recherche & Wissensmanagement" }, { "slug": "presse-kette", "category": "workflow", "name": "The Press Chain", "teaser": "A daily workflow that filters industry news by relevance using AI and delivers it as a categorized briefing in the team channel, instead of someone scrolling through feeds by hand.", "domaene": "Recherche & Wissensmanagement", "itemIcon": "newspaper" }, { "slug": "firmenprofil-sichter", "category": "assistent", "name": "The Company Profile Scanner", "teaser": "Scans publicly available sources on a company and distills them into a structured, source backed report.", "domaene": "Recherche & Wissensmanagement", "itemIcon": "building" }, { "slug": "recherche-navigator", "category": "assistent", "name": "The Research Navigator", "teaser": "The Research Navigator breaks a research question into sub-aspects, checks sources for currency and reliability, and delivers a structured report with key findings, detailed analysis, and a clear conclusion.", "domaene": "Recherche & Wissensmanagement", "itemIcon": "telescope" }, { "slug": "wissens-kette", "category": "workflow", "name": "The Knowledge Chain", "teaser": "A weekly workflow that clusters the most frequent topics from closed support tickets into reviewed FAQ drafts, so the knowledge base stays current without manual research.", "domaene": "Recherche & Wissensmanagement", "itemIcon": "book-open-text" }, { "slug": "unternehmenswissen-lotse", "category": "assistent", "name": "The Company Knowledge Navigator", "teaser": "The Company Knowledge Navigator answers employee questions about policies, products and processes using your own company documents, always citing the exact source behind each answer.", "domaene": "Recherche & Wissensmanagement", "itemIcon": "library" }, { "slug": "graphify", "category": "tool", "name": "graphify", "teaser": "graphify converts code, documentation, PDFs, images and video into a searchable semantic knowledge graph that reads far more token efficiently than ingesting every file individually.", "domaene": "Recherche & Wissensmanagement", "logoFile": "graphify.png", "logoEinzug": 0.78 }, { "slug": "notebooklm", "category": "tool", "name": "NotebookLM", "teaser": "NotebookLM is a source-based notebook from Google that turns documents, videos and audio into a searchable, citable knowledge space.", "domaene": "Recherche & Wissensmanagement", "logoFile": "notebooklm.svg", "logoEinzug": 1 }, { "slug": "perplexity", "category": "tool", "name": "Perplexity", "teaser": "Perplexity is an AI search engine that combines web research with generative AI and delivers answers with traceable, clickable source citations.", "domaene": "Recherche & Wissensmanagement", "logoFile": "perplexity.svg", "logoEinzug": 0.78 } ] }